Founder and Managing Partner
J. Madden founded his career building award-winning commercial real estate developments with the John Madden Company. His passion is seeing projects from concept to completion, with an emphasis on contractor management and architecture. In the mid-1980s, J. expanded his focus to the fitness industry when he conceived the Greenwood Athletic and Tennis Club. The facility achieved national recognition as a model for suburban fitness, swim, and tennis clubs. Today that same location retains its place among the most elite fitness clubs in the country.
J. continued as a pioneer in the fitness industry when he founded Pura Vida Fitness & Spa in 2007. Located in Denver’s exclusive Cherry Creek North shopping district, Pura Vida’s holistic approach to club membership has captured national attention. Not only for its modern design, innovative fitness and nutrition programming, but customer service that draws from the best of the hospitality industry. With a club culture that focuses on inclusiveness, members are engaged in more than just physical fitness. Also involved are nutrition, overall well-being, and in building a social community of like-minded people
J. was a member of the Young Presidents’ Organization and has been featured in such publications as Club Business International, Club Solutions and Club Industry, to name just a few.
Allison grew up on a sheep farm in Kansas, went to Yale to study classic music, then found her way west. Eager to embrace the healthy Colorado lifestyle, she dove into the fitness industry and never looked back. She has held management positions with several large health clubs in Boulder and Denver, written three books on health and wellness, and worked on fitness videos with the likes of Valeria Bertinelli and Bob Greene. Allison is passionate about building fitness communities, and believes that true vitality comes from a healthy mind, body, and soul. In her free time, she enjoys singing with St. Martin’s Chamber Choir, and traveling with her husband.
Member Services Director
Jillian joins Pura Vida as a Denver native with a background in customer service, management, marketing, and sales. Prior to joining the team at Pura Vida, Jillian worked in a variety of industries as a lifeguard, a campus representative for Apple Computer and most recently in the fitness industry selling Pilates equipment. Involved in dancing and athletics for a good portion of her life, she understands the importance of a healthy lifestyle. She is committed to exceeding your expectations as a member of Pura Vida. Welcoming you with a smile and her warm attitude, Jillian will ensure you have the best experience possible upon each visit.
Georgia Maxey began her career in the fitness industry in 2004, at the Deadman Center in Dallas, Texas, on the SMU campus. She worked as a yoga instructor, personal trainer, and rock climbing instructor before moving into her first management role as a student supervisor. She continued on to open several successful fitness boutiques both here in Denver and in Dallas. After selling her studios, Georgia consulted with the 03 Consulting Group in the fitness arena for space planning, equipment acquisition, and culture training. Georgia has risen through the ranks of the luxury fitness industry after teaching her first water aerobics class at the age of 15, and has been involved in management of her own facilities, and later Pura Vida Fitness and Spa, for the entire length of her career.
Personal Training Director
Jonathan was born and raised in the Netherlands, where he earned an MBA while also playing professional baseball. It was his career in professional baseball that sparked his interest in sports performance and fitness. After moving to the US for a job at a law firm, Jonathan quickly changed careers to become a personal trainer.
It was at Equinox in the bay area where Jonathan became a top performer for the company, which at that time had over 3000 trainers. After three successful years at Equinox Jonathan joined the training staff at Pura Vida in 2015, and he was promoted to the role of Fitness Director in 2018. He has a passion for pushing his team and his clients to achieve their goals. In his spare time you can find JK frolicking in the mountains or whipping up paleo breakfast casserole.
JAKE DE LA TORRE
A Colorado native and graduate of Colorado State University, Jake has a background in marketing, sales, finance, and management. After starting his career in the technology sector, Jake wanted to return to his passion for health, fitness, and overall wellness. Joining Pura Vida in 2015, Jake is committed to having his membership team ensure each current member, future members, and guest of the club experience the most out of their membership while pursuing a healthy lifestyle at Denver’s top fitness club.
Danette is a graduate from Regis University with degree in Business Administration. Danette comes to us with 10 years of high-end spa experience. She holds a Cosmetology License, worked as a technician, has a background in hospitality, customer service, and sales. She is passionate about the spa and fitness industry; striving to continually learn and adapt to ensure each guest has an exceptional experience. As a Colorado native, Danette enjoys spending her free time being outside with her husband and dog, and traveling.
Suspension Program Manager
A Colorado native, Carol received her B.S. in accounting and finance at the Metropolitan State University of Denver. Her passion for fitness and helping others led her to pursue years of education in the health and fitness industry. She oversees the suspension and VOLO yoga programs, delivering diverse classes and workshops by incorporating her experience in yoga, Pilates, group fitness, personal training, and VOLO. She is passionate about motivating and inspiring people to lead a healthy lifestyle and is living her purpose. She has started several fitness programs through Denver and has even produced a yoga DVD for kids.